The solution
To effectively tap into their desired demographic, a dual-platform approach was adopted, leveraging both Facebook and Snapchat. Facebook, with its vast reach of 4.8 million users in Norway across its main platform and Instagram, offered extensive visibility. Snapchat, known for its younger user base, was strategically chosen to cater to this demographic. Moreover, Snapchat's Unskippable Ads feature was utilized to ensure maximum brand recognition and engagement.
The ad creatives
P5's advertising strategy employed three distinct video lengths: 20, 10, and 6 seconds. These variations were crafted not only to determine the optimal video duration for the P5 audience but also to leverage retargeting capabilities with shorter video snippets. The 6-second constraint of Snapchat's Unskippable ads further influenced the decision to create multiple versions.
Given that the P5 Hits show boasts a dynamic and engaging host, it was imperative that the ad mirrored this energy. Each ad was designed with a compelling hook—be it a facial expression, sound effect, text, or speech—to captivate viewers and halt their scroll.
VISUALS:
A side-by-side comparison of the 20, 10, and 6-second video ads, illustrating the strategic thinking behind each length and its intended audience engagement impact.
First Campaign Overview: Targeted Digital Marketing for P5 Hits
TRY's initial approach harnessed the power of targeted social media advertising to engage the core demographic of 25-40-year-olds in Norway. The campaign utilized dynamic video content across Facebook, Instagram, and Snapchat, focusing on capturing audience attention and driving brand awareness.
Strategically Curated Content: A key video was produced in three lengths (6, 10, and 20 seconds) to test viewer engagement, revealing that retargeting users who initially engaged with the 20-second version significantly enhanced completion rates for the shorter versions.
VISUALS: 3 main numbers/accomplishments with large numbers and under them a title.
Facebook and Instagram Engagement:
- Targeting Strategies: Utilized broad targeting and specific retargeting based on user engagement levels, significantly amplifying brand recognition with over 3 million impressions and reaching 620,000 users.
- Ad Formats: Employed Feed Video Ads and Instagram Story Ads to maximize engagement and leverage Instagram's active user base.
Snapchat's Unique Impact:
- Ad Formats: Incorporated Single Video Ads and Unskippable Ads, the latter ensuring complete viewer attention with a remarkable 73% completion rate, highlighting the platform's efficacy in sustaining user engagement.
Leveraging Feedback for Strategic Refinement: Positive feedback informed adjustments in targeting and retargeting strategies, effectively expanding audience reach while maintaining engagement quality.
Ad Creative Performance:
Strategic Ad Variations: The campaign harnessed different video lengths (6, 10, and 20 seconds) to optimize viewer engagement. Shorter videos were retargeted to users who had engaged with the 20-second version, enhancing video completion rates.
VISUALS: ad performance comparison chart
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Engagement Insights: The 6-second and 10-second videos showed superior engagement with completion rates of 48% and 38%, respectively, among users retargeted after engaging with the 20-second video. This strategic retargeting significantly boosted engagement metrics, demonstrating the value of custom audience targeting based on prior interaction.
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Performance Metrics: Despite the higher cost per ThruPlay for shorter videos, their enhanced completion rates provided a valuable trade-off, affirming the strategy's effectiveness in driving complete views.